In an indication of digital asset management’s increasing integration into a larger marketing framework, DAM vendor ADAM Software has announced the release of its ADAM 5 platform. The company described the new platform as heralding “a new era of collaborative enterprise marketing” that does away with siloed components, and its press release doesn’t even use the term “digital asset management.” 

The company said that modern marketing’s issues include siloed systems, multiple stakeholders, syncing of product information and brand assets, integration with existing infrastructure and distribution to a wide variety of channels and devices -- and that ADAM 5 is “the only platform that responds to all of these challenges.” Brand consistency is also reinforced by a centralization of asset/version control and approval.

Networked Collaboration

Pieter Casneuf, CEO of the Belgium-based company, said in a statement that the new product is “our most significant software release to date,” taking advantage of “this unique moment” in the evolution of enterprise marketing.

Central to the new platform are capabilities for creating networked marketing organizations for collaboration between agencies, subsidiaries, retailers and other third parties through synchronized content. The aim is to create one large, worldwide asset base, workflow and delivery mechanism that can operate between disparate teams.

Version 5 offers extensive reporting on various aspects of the digital marketing cycle, and the company is touting its open integration with IT architectures and its security credentials. Search has been rebuilt, with intelligent predictive search that displays suggested results as a user types.

New Interface

The new release also features a completely redesigned interface, with a new Spaces component that allows assets to be grouped according to such selected criteria as file types, networking, marketing, organization or project. The ingestion and storage of assets has been centralized, metadata and taxonomy have been made more flexible and asset versioning has been enhanced.

All common file types are supported and any future ones will be supported through a provider model, local assets can be stored and generated for specific markets, and there is an open API for enterprise integration. A plug-in structure for providers allows for the addition of graphic engines, notification agents, ordering agents or indexers, and multi-lingual content can be created through expanded localization options.